Vivi Rodliyatuz Zulfa (2020) Antesedent Urge To Buy Impulsively : Studi Pada Beauty Vlog Di Sosial Media Youtube. Thesis thesis, UNIVERSITAS AIRLANGGA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh parasocial interaction, perceived enjoyment, perceived usefulness dan negative affect pengguna sosial media Youtube terhadap urge to buy impulsively. Data diambil dengan menyebarkan kuesioner secara onine dengan melibatkan 189 responden wanita yang menonton video blog kecantikan di Youtube. Lokasi penelitian ini berada di Indonesia. Pengujian hipotesis menggunakan Partial Least Squares (PLS). Hasil studi menunjukkan bahwa parasocial interaction, perceived enjoyment, perceived usefulness berpengaruh terhadap urge to buy impulsively, sedangkan negative affect memiliki pengaruh negatif terhadap urge to buy impulsively. Hasil penelitian ini memiliki implikasi penting bagi para pemasar kosmetik yang memanfaatkan Youtube sebagai salah satu media pemasaran mereka dalam meningkatkan strategi pemasaran yang lebih efektif untuk menarik pengguna melalui pembelian impulsif
| Item Type: | Thesis (Thesis) | ||||||
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| Additional Information: | KKB KK-2 TSM 06-20 Zul a | ||||||
| Uncontrolled Keywords: | Parasocial Interaction, Perceived Enjoyment, Perceived Usefulness, Negative Affect, Urge To Buy Impulsively, Beauty Vlog. | ||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD62.2-62.8 Management of special enterprises H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products |
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| Divisions: | 04. Fakultas Ekonomi dan Bisnis > Magister Sains Manajemen | ||||||
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| Depositing User: | prasetyo adi nugroho | ||||||
| Date Deposited: | 20 Aug 2020 01:39 | ||||||
| Last Modified: | 20 Aug 2020 01:39 | ||||||
| URI: | http://repository.unair.ac.id/id/eprint/97596 | ||||||
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